11 12 13 14 15 16 17 18 19 20

THE TECH SET

Ellyssa Kroski, Series Editor

Location-Aware Services and QR Codes for Libraries

Joe Murphy
www.neal-schuman.com LIBRARY AND INFORMATION TECHNOLOGY ASSOCIATION

11 12 13 14 15 16 17 18 19 20

THE TECH SET

Ellyssa Kroski, Series Editor

Location-Aware Services and QR Codes for Libraries

Joe Murphy

AL A TechSource
An imprint of the American Library Association Chicago 2012
www.neal-schuman.com

 2012 by the American Library Association. Any claim of copyright is subject to applicable limitations and exceptions, such as rights of fair use and library copying pursuant to Sections 107 and 108 of the U.S. Copyright Act. No copyright is claimed for content in the public domain, such as works of the U.S. government. Printed in the United States of America Library of Congress Control Number: 2012009039 ISBN: 978-1-55570-784-2 This paper meets the requirements of ANSI/NISO Z39.48-1992 (Permanence of Paper).
www.neal-schuman.com

CONTENTS
Foreword by Ellyssa Kroski . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2. Types of Solutions Available . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3. Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4. Social Mechanics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5. Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6. Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7. Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8. Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . v ix 1 9 19 25 29 81 89 95

9. Developing Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 Recommended Reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

Dont miss this books companion website! Turn the page for details.
iii

www.neal-schuman.com

THE TECH SET Volumes 1120 is more than just the book youre holding! These 10 titles, along with the 10 titles that preceded them, in THE TECH SET series feature three components: 1. This book 2. Companion web content that provides more details on the topic and keeps you current 3. Author podcasts that will extend your knowledge and give you insight into the authors experience The companion webpages and podcasts can be found at: www.alatechsource.org/techset/ On the website, youll go far beyond the printed pages youre holding and: Access author updates that are packed with new advice and recommended resources Use the website comments section to interact, ask questions, and share advice with the authors and your LIS peers Hear these pros in screencasts, podcasts, and other videos providing great instruction on getting the most out of the latest library technologies For more information on THE TECH SET series and the individual titles, visit www.neal-schuman.com/techset-11-to-20.

www.neal-schuman.com

PREFACE
Location-Aware Services and QR Codes for Libraries is for the librarian ready to greet the future and willing to meet a major technology trend head-on as well as converting those with higher resistance. It will directly help those working in libraries who are looking for information on location-aware technology and what this change will mean for our libraries and our jobs. Location-Aware Services and QR Codes for Libraries serves as a complete practical guide to this suite of technologies to help librarians become best informed by understanding the trends implications and applications. This books purpose is to give librarians the information they need to successfully explore and implement location-aware technologies in their own library environments. Location-Aware Services and QR Codes for Libraries was written from the point of view of a library practitioner and geared toward fellow practitioners. It was compiled to follow my own real-world explorations and experience with these technologies as a heavy user and as a librarian exploring and implementing them in my workplace. The content was also decided upon from my experience teaching and consulting at libraries on this subject. Ive had the luck of being informed as a user of these tools, bringing a human element and user perspective to the real-world side of investigating the tools. I wrote Location-Aware Services and QR Codes for Libraries for two pressing reasons. The first reason is that librarians have a need for and face a struggle staying current on this important technology. There is a gap in our professional resources for gaining this knowledge that this book fills. The second reason for writing this book was that I witnessed librarians needing a fluency in this suite of technologies and their appropriate application. I have seen, after talks I have given on this topic, many librarians create a presence for their library on a location-based network for instance without considering the patron side of what it means for engagement. There is a need for an
www.neal-schuman.com

ix

Location-Aware Services and QR Codes for Libraries

extension of technology literacy into these tools to make sure we are using them correctly, sensibly, and strategically.

AUDIENCE AND ORGANIZATION

Location-Aware Services and QR Codes for Libraries is written for frontline staff to help them be aware of a major technology and the patron expectations it influences and for service designers so that they can successfully implement these technologies. Library school students will also find this book useful as an aid for emerging professionals becoming excellently prepared for work in our libraries who will face a tremendous growth in location-sensitive technology. It is also written to help administrators gain a thorough understanding of the options and implications of these technologies and to make informed decisions and allocations for their libraries pursuing these technology trends. Location-Aware Services and QR Codes for Libraries is organized to bring the reader from idea to implementation with chapters and sections devoted to each major practical topic. It is laid out to bring the reader from start to finish across the steps of learning about and then implementing the technologies. There is a consistent focus on understanding the user side of the technologies and creating an awareness of the implications. Chapter 1 introduces the various location-aware applications and programs that are the driving force behind these emerging technologies. Chapter 2 explains the advantages and disadvantages of location-based services, augmented reality programs, mobile photo-sharing applications, and QR codes. Chapter 3 considers these technologies in the bigger picture for libraries and technology trends so that we can ensure that our applications of these technologies remain a relevant and viable enterprise in a changing world. Chapter 4 shows how to secure buy-in from management and get staff peers on board by creating excitement around the project. Chapter 5 delves into implementing these services. I cover how to create a Foursquare campaign and use it to enhance staff training, use Facebook Places to connect with patrons, create an augmented reality program and use it for shelf reading, create a QR code campaign, create a Gowalla marketing initiative, create a location-based photostream, and leverage social recommendation and local discovery services. I also show how to implement a mobile payment service with Google Wallet and Near Field communication. Chapter 6 offers ways to market the projects to make sure that potential users are aware of the services and their benefits and to advertise the value of the librarys presence in and engagement with these technologies. Chapter 7 discusses the best practices for implementing such technology programs to ensure success for the projects long-term goals. Chapter 8 covers metrics, which help us gauge our approaches to the
www.neal-schuman.com

Preface

xi

programs, assess our methods, and plan for future steps. Chapter 9 considers those future steps in the broader context of the developing trends. Location-Aware Services and QR Codes for Libraries can be used as a guide to understanding and applying these technologies with information on exactly how to implement them. It can be used as a text with library and information science courses for helping library students prepare as informed service providers. It can also be used as a loose road map to exploring future technology trends as a rough outline to best practices for approaching and implementing technologies in library settings.

www.neal-schuman.com

1
INTRODUCTION
Using Location-Aware Services and QR Codes Using These Services in the Library How This Book Will Help

USING LOCATION-AWARE SERVICES AND QR CODES

One of the first things I do when I walk into my favorite restaurant is check in on Foursquare to share where I am with my network. I open the Foursquare iPhone application, browse or search for the restaurant entry, add a note about what I am doing there, and check in. I directly engage the location and/or business through its virtual representation as well as my network by checking in. I get a reward of social engagement by sharing my location and what I am doing with my contacts similar to how I am socially rewarded when I post a Tweet or Facebook status. I select the level of privacy before I complete the check-in to choose with whom I want to share my location. In this way I control my privacy and maintain the level of sharing that I have decided is appropriate for the audience of my Foursquare followers. After checking in I look to see who else has engaged this venue, because I know that I automatically share at least one thing in common with anyone else who has checked in thereinterest in this location (see Figure 1.1). I also connect with people on Foursquare based on previous connections. People I am connected with on Facebook or Twitter are likely people I would want to share with in this other medium. I know that following professional colleagues on Foursquare can yield useful current awareness information, so I make sure to connect with them on Foursquare as well. I also will make sure to search for and follow my new and old friends as a point of staying in touch. I may elect to check in using the newer Facebook Places location-based service if I want to share this particular activity with my established Facebook community. I open my Facebook mobile application, navigate to the Places feature, and check in, maybe with an additional text annotation (see Figure 1.2).
www.neal-schuman.com

Location-Aware Services and QR Codes for Libraries

Figure 1.1: Foursquare Explore View

Figure 1.2: Facebook Places Screen

www.neal-schuman.com

Introduction

I may also ask to tag a friend along with me on my check-in or check them in myself if theyve allowed it in their settings as a way of connecting us as co-sharing this activity. I have already set up my privacy settings for Facebook to share my Places check-ins with certain groups of my contacts, so I know exactly who is seeing the information and can manage my privacy at the audience level. I get the reward of connecting my activities with my contacts in Facebook Places by sharing my location with these existing social connections. I decide to also check in on Gowalla while at this venue to interact with a partially different audience. I browse by nearby spots in the Gowalla iPhone application until I find my location based on either proximity or category (see Figure 1.3). If I am the first to check in at that location I create the spot, adding the identifying metadata that will allow other users to find and engage it as well as to earn more in game points for myself. I know that my friends on Gowalla may be more interested than my Foursquare followers in my travels, for instance, so I check in to Gowalla first at the airport. Because I have more purely professional contacts in this network, my check-ins with Gowalla tend to be more work oriented, building and strengthening my professional network while adding professional elements to my interaction with the place. I might also open up Booyahs MyTown, a favorite location-based social network that is heavy on the gaming elements. If I have the time and check Figure 1.3: Gowalla Check-In Screen

www.neal-schuman.com

Location-Aware Services and QR Codes for Libraries

in there as well I can increase my game rewards and expand opportunities for real-world benefits. Same for Loopt Star, InCrowd, and SCVNGR. Location crops up in other social aspects of my everyday life. I use Gowalla to browse for restaurants by category, utilizing it as a practical discovery tool and not just as a game. I want to find a nearby restaurant with lunch discounts, so I check out what nearby places are offering deals to Foursquare users, letting location-based advertising and not just proximity help guide my selection of places to visit. I add my location to my Twitter posts through its optional location feature to tie my ideas to my locale and use Yelp to find and learn about nearby restaurants. A new professional contact scans the QR code on my business card or presentation slide and adds my contact information directly into his mobile phone, engaging a physical platform at a specific place to access my digital data. While riding the train, I scan a QR code on a poster for a state park that I would like more information about so I can plan my trip on the go. I use this to connect to electronic information through the place-specific platform. I scan a QR code in a magazine advertisement to watch the full preview of an upcoming TV show. I use QR codescanning mobile applications on my iPhone to access pieces of digital information contained in or linked from these small two-dimensional bar codes that here serve as a mobile bridge between digital information and physical platforms. With augmented reality I access information about my location through my smartphone camera, using the phones built-in GPS feature and directional tool to determine my location and pull up digital information about what I point the phone at. I scan a picture in a book with an augmented reality program to view a dynamic perspective with animation and interactive information. I scan a street scene with augmented reality mobile applications and see additional layers of information about the store fronts based on my location, including user reviews, architectural progress, and more. I can see and experience the digital information about a location that is not visible to the naked eye but that can add to my information experience with it. I scan a landscape and pull up geological information about recent earthquakes. I can see the value of a building and other real estate information just by scanning it through my smartphone augmented reality application. With augmented reality applications I am able to access visual representations of supplemental digital information that appears to fill three-dimensional space. All this with my mobile device capable of detecting my location as the portal. In each of my described activities, I leveraged location as an aspect of social interaction through mobile technology to enhance my engagement with places, people, and data. These behaviors, these means of interaction through location-aware technologies, can be applied to library services and
www.neal-schuman.com

Introduction

future directions as influencers on trends for information engagement and tools and through direct service applications.

USING THESE SERVICES IN THE LIBRARY

Location-based social networks, QR codes, and augmented reality all leverage the power of place as a connecting point to information engagement through social or digital interaction. Location itself and the emphasis on hyperrelevance of proximity-sensitive data is a trend of concern for librarians. Location as a point to engage, a way to interact, or a platform for interaction is expanding as a technology trend across mobile and digital technologies and beginning to impact cultural expectations. Its social spread and real-world practical applications are making it a transformative technology concept. And its spreading to libraries, with opportunities for applying location-aware technology to libraries and leveraging its influence on peoples behavior and the evolution of information systems. The stories I began with represent my real-life personal use of location-aware technologies. I try to apply the lessons learned as a user to my experiences as an information professional. I step back and look at my takeaways from these activities as a librarian, with my service provider hat on, and consider how this behavior may impact expectations for libraries as service centers. Each step and aspect of engaging these technologies has implications for demands on usage of the library as a destination and as an information portal, and we will explore exactly how to apply and how to plan for these implications. Facebooks launch of its location engagement features represents a major breakthrough for location-based services because its status as the largest existing social network, with 800 million users, forces libraries to pay heed to this trend. My first thoughts as a user of Facebook Places for possible library applications are teaching patrons skills for controlling their privacy settings and harnessing the rich potential for connections within Facebook by applying the options for Places venues and enriching the connected venue Facebook page. We will cover exactly how to claim and manage these spaces. When entering a library I am going to check in on Foursquare as I do at any location. However, I will not be able to fully engage the library and all it has to offer through this medium unless the library itself is taking steps to engage and support the patron experience through it. The library may not offer a promotion to those who check in the most, so my motivation to return tied to my engagement through this technology may not be as high as possible. If the library has not posted Tips about its location, then it misses this opportunity to increase interaction with tailored information pushed to
www.neal-schuman.com

Location-Aware Services and QR Codes for Libraries

me when checking in. The library cannot gain from the tool and its potential to reach patrons unless it actively engages it. Yes, I will still leverage the Foursquare experience as a user regardless of what the library does simply by personally using the check-in as a platform for social sharing. However, the library can literally enhance that experience for me by supporting community through it, offering incentives to engage, and using it as a platform for service. The implication for libraries as places of the widespread adoption of these tools is that our engagement with the tools can be harnessed to foster a connection with patrons and enter their daily mobile life flow. We will learn how to leverage Foursquare for these means. These tools and their rapid expansion throughout technology also have implications for information engagement. The major ways this might be expressed are in shifting expectations for information portals, informationseeking behavior, and roles for location as connecting points to data and checking in for manipulation of information. As a heavy user of Foursquare I get used to its browsing and searching functions in my everyday life, causing me to begin expecting similar discovery features in library tools and other information resources. In this way, my usage of Foursquare is influencing my expectations for using library resources. I also begin to wish that my ability to use location to find related venues and people can be translated into information discovery methods based on local relevance. Foursquare is becoming a habitual technology whose usage is shaping expectations. Other technologies, most notably QR codes and augmented reality, are not important to libraries yet as critical mass tools but rather as tools with immense potential for libraries acting to meet a changing data sphere.

HOW THIS BOOK WILL HELP

I introduce the tools of location-based services, QR codes, and augmented reality, providing a basic survey of the landscape of each technology type and its real-world human and practical uses. I explore the implications of the location-sensitive tools for information engagement and thus for libraries. Librarians must understand the tools and the worldview they function in as well as the trends they are guiding in order to understand the implications for their libraries. To accomplish this, I will walk through the specifics of the technologies and each major resource within them, their functions and features, and their uses and benefits, everything that we need to know in order to understand the culture and expectations they thrive in and that they create as well as the opportunities for libraries. We will also explore the unique details of each technology so that we can make informed decisions as librarians looking to implement these tools to enhance library services
www.neal-schuman.com

Introduction

and as service providers hoping to understand their impacts on changing expectations for information engagement. The hardest part of implementing new technology is often overcoming the fear of that new technology. Tips for advocacy, tricks for gaining buy-in, and advice for tweaking the internal marketing steps for each of our own unique library environments will be a key first step. We will build upon the knowledge that we gain about each of these technologies to cover possible uses of them in library settings. We will start with the direct implementations of tools that are easily applicable for most libraries, including how to use Foursquare for marketing the library and driving foot traffic, what type of presence to have on Gowalla, how to create QR codes for improving access, how to design and evaluate the impact of augmented reality pilots, and how to connect with patrons within and with the help of each. We will go through every step and stage so that together we are fully fluent in exactly how to implement these technologies in our libraries. Then we will talk about applications that take a bit of creativity and flexibility for enhancing existing library services and operations with these technologies. We will explore going beyond the basics and into advanced applications that twist the technologies and the concepts to not just the current needs of our libraries but also the future directions of this trend. Although marketing is tricky, it is key to the success of location-aware technology programs. Advertising library usage of these emerging tools must tackle both staff and user education while balancing added value to library services. Our understanding of these tools can inform marketing strategies that leverage their benefits and their intrigue. Some of these technologies are alien to end users, and marketing their value may begin with exposing their existence, introducing their uses, and then inserting their benefits to patrons. After the practical how-to details of implementation comes the realistic side of what challenges we will encounter and how to overcome them. We ask what new approaches to staffing and management these tools require. We will connect library staff work flows with procedures that are part and parcel with using these tools. There is only so far that new technologies will bend toward working in our existing models. So, reshaping how we do thingshow we staff, monitor, and evaluate services with these tools requires new ways of doing the work of libraries, including structures for creating and responding in these new venues, reallocating staff time to virtual platforms, and dedicating time to creating and revising QR code images and augmented reality data resources. There are real-world management considerations and new staff skills that these technologies force libraries to address. A library connecting with
www.neal-schuman.com

Location-Aware Services and QR Codes for Libraries

patrons on Foursquare, for instance, must deal with the private and sensitive data of patrons that it will have access to. By using Foursquare to measure library traffic statistics, libraries have access to patron information that has an expectation of privacy, so we have to assign policies for staff engaging the technology that safeguards that data. We will also need to provide the staff time for implementing and measuring services using QR codes that complement, not ignore or swamp, the traditional work and services that already fill their time and realign resources so that we can investigate augmented reality applications. Location-aware technologies, including location-based services, QR codes, and augmented reality, are moving beyond being a trend to becoming a focus of technology advancement that is changing how we engage with information, places, and each other. The ways that librarians and patrons conceive and use physical library spaces are changing along with the advancements in location-aware technology. Traditional venues for library services, including information discovery, collections, reference, and more, will continue to change under these pressures. The possible and likely changing roles of the public, academic, and school libraries in this evolving future will be directly impacted by these technological and cultural changes, and libraries considering these changes now can adapt to the further pressures to come. The new face of library services in a location-aware world is a rich arena with opportunities for librarians learning about the tools now. There certainly is a place for the library in the emerging location-focused technological world, but we librarians have to work to insert the library into this shifting paradigm. The future directions and developing trends with these technologies are as important for librarians to consider as is the current state. We can expect the developing trends to include the further permeation of location as a relevancy point and its role as a platform for interaction to continue its expansion. We can expect the role of location in discovery and social collaboration based on proximity to grow. Awareness and spread of informational applications of QR codes will swell as they enter the realm of cultural literacy, and augmented reality will transition smoothly into a common information resource as smartphones proliferate. These trends and directions will impact libraries whether or not we meet them head-on. But, as informed professionals aware of their impact and fluent in their applications, we librarians can guide the development of our libraries to best move in tandem with these trends, benefit from them, and assist our end users in using them effectively.

www.neal-schuman.com

INDEX
Page numbers followed by the letter f indicate figures.

Accelerometer, 11, 48 Account, creating, 2123, 3031 Alfred account, 7173, 72f, 99 Allard Pierson Museum, 48 Analytics, 13, 40, 40f41f, 95, 97100 See also Metrics Android devices, 5758 digital wallet, 7679, 79f Layar, 5152 location-aware services and, 15, 2f3f log-in, 14 QR code, 57, 62 Shelvar, 5354 API. See Application programming interface (API) Apple.com App Store, 57 iTunes, 14, 37, 49, 50 Layar, 5152 location-aware services and, 15, 2f3f marketplace, 14 square card reader, 79, 79f Application programming interface (API), 67, 7071 Architecture 3D, 51 ARSights, 48 Augmented reality accelerometer, 11 applications, 1415

bar codes, two-dimensional, 4, 1213, 55, 57 camera, 11 custom content, 5053, 51f defined, 11, 48 examples, 12 GPS chip, 11, 48 information accessing, 4 library and, 4749, 49f, 50 marketing, 86 photo-sharing applications, 12 program, 4749 QR code campaign, 5558, 56f shelf reading and, 5354, 53f strategic management, 2123 tags, 48 trends, 103104 uses of, 5455 Virtual Graffiti, 15, 4950, 49f

B
Badges, 10, 29, 3840, 38f39f Bar codes, two-dimensional, 4, 1213, 55, 57 Barcode Scanner, 57 BeeTagg, 14, 57 Beluga, 16, 17f Best practices organizing, 8990 prioritizing, 9091 staff training, 2223, 2627, 30, 47, 54, 7778, 9093

www.neal-schuman.com

109

110

Location-Aware Services and QR Codes for Libraries

monitoring, 9596 Pages vs. Places, 4445 patrons and, 4244, 43f QR code, 1314 staff and, 9093 statistics, 40, 40f41f tagging, 10 themes and trends, 2021, 101 Wall, 35 Facebook Places application, 13 Gowalla, 6367, 66f, 8386, 85f linking, 5859, 6263 location-aware services, 15, 2f, 9, 11, 13, 43f Map feature, 9899 marketing, 74, 8384 metrics, 9598 privacy and, 5, 27 Feedity.com, 71 Findability, 30, 6869 Flickr, 68, 71, 86 Foodspotting, 20 Foursquare accounts, 2123, 3031 application, 12 attendance tracking, 42 badges, 3840, 38f39f brands, 36, 3840 campaign, 2933 claim confirmation, 3233, 33f Gowalla, 6367, 66f, 8386, 85f linking, 32, 6263 Lists feature, 105 location information quality, 71 location-aware services and, 15, 2f3f, 12 marketing and, 3336, 34f, 8183, 82f, 87 mayorships, 10, 12, 29, 31, 3336, 34f, 62, 83, 96 platform, 32, 35 QR codes and, 62 Radar feature, 105 rewards, 1112, 23, 2930, 3336, 33f, 3638 staff and, 4144, 43f, 9093 statistics, 40, 40f41f, 9596, 96f

Best practices (contd.) work flow, 93 See also Marketing Bitly, 14, 63, 9798, 98f Bizzy, 16, 20, 71, 7375, 74f, 99 Blog, 55, 65, 7071, 74 Book reviews, 6061, 61f62f Bookmarks, 6465 Booyah MyTown, 3, 16, 17f Brainstorming, 23 Branding, 45, 63, 68, 89 Brands, 36, 3840, 85 Brightkite, 16 Brinkman, Bo, 53

C
Catalog (OPAC). See Library catalog (OPAC) Citi MasterCard, 76 Clever Sense, 72 Cloud, 57, 102 Color, 15, 85, 104

D
Darien (CT) Library, 36 Dashboard, 83, 9596 Delivr.com code generator, 14, 6162 Digital signage, 57, 60, 63, 8384 Digital wallet, 7579, 77f79f, 101103, 103f District of Columbia Public Library (DCPL), 2

E
E-mail, 1314, 30, 35, 6062, 65 E-mail signatures, 5657, 65, 8485, 85f, 92 Extragr.am map feature, 71

F
Facebook account, 3, 44 Bizzy and, 7374 Deals, 43, 4547, 95 Gowalla, 6465, 105 hashtags, 6870, 69f linking, 14, 5859, 6263 location awareness, 1, 2f, 10, 71 marketing, 74, 8287

www.neal-schuman.com

Index
strategic management, 2123 themes and trends, 2021, 102 tips, 3738, 38f, 92 venue, 10, 14, 3033, 31f, 33f, 3539, 92

111

G
Geolocation, 34, 13, 52 GetGlue, 20 Google Analytics, 13, 9799 Goo.gl, 14, 63 Latitude, 16 Maps, 14, 58, 85 Offers program, 75, 7778 Places, 16, 20, 52 Prepaid Card, 7677 QR code, 14, 57, 63 searching, 10 URL shortening service, 97 Wallet, 7578, 77f, 79f, 102, 103f Gowalla best practices, 90 highlights, 13, 64, 6667, 66f, 97 implications of, 911 location-aware services and, 15, 3f, 7 marketing and, 6367, 66f, 8386, 85f metrics and, 95, 97 rewards, 13, 67 themes and trends, 2021, 105 GPS, 4, 11, 48, 65 GroupMe, 16, 17f Groupon, 20, 104, 105f

Instagram best practices, 8991 filters, 87 hashtags, 6870, 69f location-based photo stream, 6971 managing, 71 marketing, 8384, 8687 photo sharing, 10, 12, 15, 15f, 20, 51, 104 statistics, 95, 9799 iPhone, location-aware services and, 15, 2f3f iTunes, 14, 37, 49, 50

K
Kaywa, QR code generator, 13, 6162 Klout.com, 99

L
Layar, 12, 1415, 4849, 5153, 51f, 99 Library book reviews, 6061, 61f62f Google Wallet, 7578, 77f, 79f, 102, 103f location-awareness services, 58, 11 management support, 2528 metrics and, 9599 patrons, 4, 46, 7475, 99 patrons, Gowalla and, 6367, 66f, 8386, 85f shelving, 15, 5354, 53f staff, 2627, 59, 9093 statistics, 40, 40f41f, 95, 9799 strategic management, 2123 trends, 103104 website, 84 Library catalog (OPAC), 5960, 60f, 6263 Link Method, 26 LinkedIn, 14 Linking augmented reality, 49, 54 Bizzy, 74 bar codes, two-dimensional, 4, 1213, 55, 57 catalog, 5960 Foursquare, 32 Google, 78 Gowalla, 6465 library, 52, 5659, 102

H
Hashtags, 15, 39, 52, 6770, 69f, 86 Highlights, 13, 64, 6667, 66f, 97 Hotmail, 65 HTML, QR code, 13, 57

I
Icons, 17f, 30, 38, 57, 63, 66, 83, 8586, 90 Images, 15, 15f, 20, 4445, 48, 52, 55, 5758, 6669 QR code, 7, 13, 8387 RSS feed, 7071 Implementation. See Project management InCrowd, 4, 16, 8687 i-nigma, 14

www.neal-schuman.com

112

Location-Aware Services and QR Codes for Libraries

prizes, 12, 23, 2930, 3336, 33f, 8183, 82f public demonstration, 27, 30 QR codes campaign, 5559, 56f, 58f, 6063, 60f61f, 8486, 85f social media, 74, 8283, 8687 Twitter, 74, 8283, 8687 Mashable.com, 48, 62 Mayorships, 10, 12, 29, 31, 3336, 34f, 62, 83, 96 Metadata, 3, 16, 68, 71, 82, 86, 93 Metrics analytics, 9799 applying, 9596, 96f Google Analytics, 13, 9799 monitoring, 9596, 96f patron use, 9799, 98f statistics, 40, 40f41f, 95, 9799 tracking, 9799 Miami University, 53 Micro local flash deals, 20, 101 Miso, 20 Mobile bar codes, 56 design, 1617, 17f, 2123 interface, 63, 67, 71 literacy, 92 touch, 57, 63, 76, 102 Mobile payment, 7579, 77f, 79f, 102103, 103f

Linking (contd.) location-based services, 6263 marketing, 68, 74, 8384 metrics, 9799 QR codes and, 55, 8485 social media, 14, 4345, 5859, 86 Living Social, 104 Local discovery tools, 101102 recommendations, 7175, 72f, 74f, 104105, 105f user review service, 16 Location-awareness services advantages and disadvantages, 910 applications, 1, 35, 2f3f, 1213, 1517, 16f17f contact information, 4 designing, 1617, 17f Foursquare, 912, 17 Layar, 1416 hashtags, 15, 39, 52, 6770, 69f, 86 implications, 911 information quality, 71 local user review, 7175, 72f, 74f, 101102 photo sharing, 12, 15f, 15, 67, 85, 104 promotional, 3334, 33f, 3538, 38f, 3940, 39f, 8183, 82f QR codes and, 1, 35, 2f3f, 58, 1214 strategic management, 2123 technologies, 1114 tools, 1617, 16f17f Twitter, 1, 4, 16, 20, 71 Logo, 83, 89 Loopt, 4, 16, 102, 105f

N
Near field communication (NFC), 76, 7879, 79f, 102 Neer, 16 NeoReader, 14 Nexus S 4G phones, 7677 Nokia, 76

M
Marketing audience, 2728, 2933 augmented reality and, 8687 Facebook Places, 8384 Foursquare, 3334, 33f, 3538, 38f, 3940, 39f, 8183, 82f Gowalla and, 6367, 66f, 8386, 85f hashtags, 6870, 69f Instagram programs, 8687 internal, 2728

O
Offline usage, 64 Oink, 105 OPAC. See Library catalog (OPAC)

P
Page2RSS, 71 Path, 12, 20, 67, 86 Patrons connecting with, 4244, 43f

www.neal-schuman.com

Index
location-based themes and trends, 2021 promoting, 4, 46, 7475 rewards, 4, 3336, 33f, 46, 7475, 8183, 82f, 99 PayPal, 14, 7679, 79f, 103f PayPass, 77, 103f Photo Instagram, 10, 12, 15, 15f, 20, 51, 104 RSS and, 12, 6771, 69f, 87 sharing applications, 12, 15, 20, 67, 85, 86, 104 stream, 12, 6771, 69f, 87 Picasso, 86 Picplz, 12, 15, 20, 67, 86, 104 Pinterest, 105 Planning and developing, 1114, 19, 2023, 2526, 101105 Platforms, 45, 22, 32, 35, 5051 Pocket Universe, 12, 15, 50, 51f Privacy, 13, 5, 8, 27, 30, 32, 9192 Prizes. See Rewards Project management augmented reality, 4755, 49f, 51f, 53f digital wallet and, 76, 7879, 79f, 102 Facebook page, 4447 Facebook Places, 4445 Foursquare, 2940, 31f, 33f34f, 38f41f, 4147, 43f, 9093 ideas, 63 local recommendations, 7175, 72f, 74f, 101102 location-based services, 6263 mobile payment, 7579, 77f79f, 102103, 103f photo stream, 12, 15, 6771, 69f, 85, 87, 104 QR codes, 5563, 56f, 58f, 60f61f, 6869, 69f, 8486, 85f RSS feeds, 67, 7071 shelf reading, 15, 5354, 53f social recommendations, 7175, 72f, 74f staff training, 2223, 2627, 30, 47, 54, 7778, 9093 strategic management, 2123 work flow assignments, 93 See also Planning and developing

113

Promotion campaign, 2728, 2933 Foursquare, 3334, 33f, 3538, 38f, 3940, 39f, 8183, 82f Gowalla, 6367, 66f, 8386, 85f hashtags, 15, 39, 52, 6770, 69f, 86 library administration and, 2528 prizes, 12, 23, 2930, 3336, 33f, 8183, 82f QR code, 5559, 56f, 58f, 6063, 60f61f, 8486, 85f staff and, 2628 stakeholders and, 2526 URL, 6263, 83, 97 See also Marketing

Q
QR code bar codes, two-dimensional, 4, 1213, 55, 57 book reviews, 6061, 61f62f campaign, 5559, 56f, 58f, 6063, 60f61f, 8486, 85f code generating, 1314, 5557, 56f, 6162 digital wallet and, 76, 7879, 79f, 102 e-mail signatures, 5657, 65, 8485, 85f, 92 embedded information, 5557, 56f Facebook, 74, 8384 generators, 1314 Gowalla and, 6367, 66f implications, 911 Instagram account, 6869, 69f library and, 5961, 60f linking, 5860, 6263 location-awareness services, 1, 35, 2f3f, 58 marketing, 8486, 85f monitoring, 9596, 96f, 9799, 98f posting, 5758, 58f readers, 14 reference services, 6162 scanning, 45 SMS message, 1314, 5859, 6162 social networks, 5859 staff training, 9093 testing, 57 trends, 101102

www.neal-schuman.com

114

Location-Aware Services and QR Codes for Libraries

Spot pages, 3, 10, 21, 6468 Square card reader, 79, 79f Squareup.com, 79, 79f SSID, 13 Staff marketing to, 2627 rewards, 4142, 9293 training, 2223, 2627, 30, 47, 54, 7778, 9093 Stakeholders, 2526 Stamps, 13, 67, 90 Starbucks, 35 Statistics. See Analytics; Metrics Strategic management, 2123 Symbian, 5152 Synching accounts, 65

QR Droid, 14 QRStuff.com, 13, 56, 5960 QuickMark, 14, 57

R
Radio Frequency Identification (RFID), 76 Rewards badges, 10, 3840, 38f39f Facebook, 84 Foursquare, 12, 23, 2930, 3336, 33f Googles Offers program, 75 Gowalla, 13, 6367 marketing, 83 mayorships, 10, 12, 29, 31, 3336, 33f, 34f, 62, 83, 96 micro, 1011 patrons, 4, 46, 7475, 99 prizes, 12, 23, 2930, 3336, 33f, 8183, 82f staff, 4142, 9293 system, 3738 venue, 4142 RSS feed, 12, 6771, 69f, 87

T
Tablets, 48, 92, 102 Tagging augmented reality, 48, 5354, 86 Facebook, 10 friend, 3, 43, 46 location-based services, 82, 102 NFC, 79 thematic, 66 See also Hashtags Technologies, 1114, 2123, 2526, 101105 Texting, 13, 62 textPlus, 16, 17f Thumbnails, 68 Titanium+Commerce, 78 Touch environment, 57, 63, 76, 102 Trends, 101105, 103f, 105f Tumblr, 68, 87, 97 Twitter Bizzy and, 7374 Gowalla, 65, 83 direct message, 35 hashtags, 52, 6870, 69f Instagram, 68 location-aware, 1, 4, 16, 20, 71 marketing and, 74, 8283, 8687 meme, 52 patrons, 65 QR code and, 14, 56, 58, 63, 86 rewards, 3536

S
Scavenger hunts, 42, 76 SCVNGR, 4, 16, 17f, 20 Service Set Identifier (SSID). See SSID Shelf reading, 15, 5354, 53f Shelvar, 15, 5354, 53f Short message service (SMS). See SMS message Smartphone apps, 11, 101105, 105f bar codes, two-dimensional, 4, 1213, 55, 57 Radio Frequency Identification (RFID), 76 template, 2 SMS message, 1314, 5859, 6162 Social media Klout.com, 99 linking, 5859 marketing and, 8486 recommendations, 7175, 72f, 74f Twitter, 58 Social mechanics. See Promotion SoundTracking, 20

www.neal-schuman.com

Index
social network link, 5859 synching accounts, 65 tracking, 40, 97 Tweeps, 51 TwitPic, 86 Yfrog, 86 Video, 12, 14, 54, 59, 63 Vimeo.com, 48 Virginia Museum of Fine Arts, 48 Virtual Graffiti, 15, 4950, 49f

115

W
Weather AR, 51 Whrrl, 16 Wi-Fi, 1314, 37, 73 Wikipedia, 12, 51, 63

U
URL, 13, 70, 95 linking, 5859, 65 marketing, 83 shortening services, 14, 6263, 9798, 98f

Y
Yahoo!, 65 Yelp, 4, 12, 14, 16, 20, 5152 Yobongo, 16, 17f YouTube, 14

V
vCalendar, 14, 60 vCard format, 14 Venue, 3133, 31f, 33f Verification code, 32, 33f

Z
ZXing, 13, 5657, 56f, 60

www.neal-schuman.com

This is the series to acquire and share in any institution over the next year. I think of it as a cost-effective way to attend the equivalent of ten excellent technology management courses led by a dream faculty! TECH SET #1120 will help librarians stay relevant, thrive, and survive. It is a must-read for all library leaders and planners. Stephen Abram, MLS, Vice President, Strategic Relations and Markets, Cengage Learning

Location-Aware Services and QR Codes for Libraries is part of THE TECH SET VOLUMES 1120, a series of concise guides edited by Ellyssa Kroski and offering practical instruction from the fields hottest tech gurus. Each title in the series is a one-stop passport to an emerging technology. If youre ready to start creating, collaborating, connecting, and communicating through cutting-edge tools and techniques, youll want to get primed by all the books in THE TECH SET. New tech skills for you spell new services for your patrons: Learn the latest, cutting-edge technologies. Plan new library services for these popular applications. Navigate the social mechanics involved with gaining buy-in for these forward-thinking initiatives. Utilize the social marketing techniques used by info pros. Assess the benefits of these new technologies to maintain your success. Follow best practices already established by innovators and libraries using these technologies. Find out more about each topic in THE TECH SET VOLUMES 1120 and preview the Tables of Contents online at www.alatechsource.org/techset/. 11. Cloud Computing for Libraries, by Marshall Breeding 12. Building Mobile Library Applications, by Jason A. Clark 13. Location-Aware Services and QR Codes for Libraries, by Joe Murphy 14. Drupal in Libraries, by Kenneth J. Varnum 15. Strategic Planning for Social Media in Libraries, by Sarah K. Steiner 16. Next-Gen Library Redesign, by Michael Lascarides 17. Screencasting for Libraries, by Greg R. Notess 18. User Experience (UX) Design for Libraries, by Aaron Schmidt and Amanda Etches 19. IM and SMS Reference Services for Libraries, by Amanda Bielskas and Kathleen M. Dreyer 20. Semantic Web Technologies and Social Searching for Librarians, by Robin M. Fay and Michael P. Sauers

Each multimedia title features a book, a companion website, and a podcast to fully cover the topic and then keep you up-to-date.

American Library Association 50 E. Huron Street Chicago, IL 60611 1 (866) SHOPALA (866) 746-7252